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5th June 2006

Sprite redesign misses the mark

posted in Uncategorized |
Posted by John Craven, Monday, June 5th, 2006 at 11:22 am

Okay, Coke, you’ve redesigned Sprite. You’ve mashed together a lemon lime (or “Lymon” as you call it) into this yin-yang style image that’s supposed to look like an “S”. You’ve created a shiny silver can that feels more modern than the old. But, then you’ve kept the same old-stale Sprite logo and brandname on this thing. It’s like a splash of “corporation” has hit an otherwise urbanand hip feeling package. There’s an unresolved conflict in the package between the hip side and the conservative corporate side. Perhaps you didn’t want to upset the conservative Sprite drinker constituents…even though they probably left the brand 20 years ago. Coke, you were so close, but just couldn’t cross the finish line…

Judge for yourself….

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There are currently 9 responses to “Sprite redesign misses the mark”

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  1. 1 On June 5th, 2006, Anonymous said:

    I believe your comments are right on the money.
    But… there is an old rule that you have to carry over some brand identity while redesigning powerful existing brand. The question is what to take with and what to leave out and it is a tough one.
    I am sure Coke has done focus groups and all the rest and if this is what the consumers have told them, so be it. Consumers are strange species – they drink Sprite…
    The future sales numbers for the product will be the judge.
    I am not trying to defend Coke, just trying to be objective.

  2. 2 On June 6th, 2006, Anonymous said:

    who drinks sprite anyway. i am 41. i dont and i want. the can is u-g-l-y.

  3. 3 On June 6th, 2006, Anonymous said:

    I’m 21 and personally it’s suppose to have some futuristic look to it, but it does nothing to make me want to purchase it.

  4. 4 On June 7th, 2006, Anonymous said:

    I don’t care for the new can design, either. It is so different from the old can, it would make me think that they “New Coked” the formula, too.

  5. 5 On June 8th, 2006, Anonymous said:

    Perhaps Coke wasn’t quite on the money when they designed Sprite’s new look. I think the attempt was to create something a bit more edgy.

    Coke won’t lose on this one though. Loyal Sprite drinkers will remain loyal because it tastes the same. The new look may even attract some hipsters or those of the new Vault generation.

    The “sublymonal” advertising is clever and cute, but I don’t think it really gives the viewer a sense of brand identity, unless Coke wants you to think of brainwashing and sumo wrestlers when you hear Sprite. Before, you thought “cool” and “LeBron.”

  6. 6 On June 12th, 2006, Stezton said:

    I think the can is kind of bland, but in the end it doesn’t matter much to me because Sprite is still my favorite soda.

  7. 7 On June 29th, 2006, Anonymous said:

    i love sprite, regardless of how the can looks.. and i love the way it looks.

  8. 8 On June 29th, 2006, Milkshake Mamasita said:

    The graphics are great. I think they did a great job capturing the lime/lemon as one.

  9. 9 On July 27th, 2006, Anonymous said:

    At least they didn’t screw up the product, unlike 7UP. I have gone 100% Sprite in my Lemon-Lime purchases, not being a Sierra Mist fan either. I may the minority, but I buy based on taste, not image.

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